Winning people' s hearts & minds with 'love' ?

As contrived fear is losing its grip fast on the hearts and minds of the rakyat, the coming general election could see Zams use 'love' or 'feel-good' more intensively and extensively as the central theme of their electoral propaganda and psychological operations to re-gain support but then how effective is 'love' or 'feel-good' if it is merely rhetorical without structural and institutional reforms at all levels ? Has PM Abdullah' s administration not been relying on 'love' and 'feel-good' image since it came into power in the 2004 General Election and yet the massive Yellow Saturday still occurred with a big bang ?

My collection of observations on by-elections